In a crowded matcha scene, this is how Matcha Masta is standing out
The global matcha craze has fuelled everything from matcha-making videos to desserts and even unusual food combinations, such as matcha hotpot or matcha butters.
Its purported health benefits include being powerful antioxidants and aiding in weight loss, which has led many to swap out their daily cup of coffee for Japanese green tea, including Shu Hui Wee.
“I used to drink a lot of coffee and would get migraines if I skipped it. When I switched to matcha, I felt the difference immediately. The calm, steady focus and how gentle it is on the stomach made me a believer,” she says.
Shu Hui’s experience isn’t unique. Nutritionist Tiara Hudyanna shared that many of her clients experienced bloating or gassiness from their morning coffee. While matcha does have its known benefits, she also pointed out that almost all of them weren’t getting sufficient protein in their daily diets.
Friends since their undergraduate days at UC Berkeley, Shu Hui and Tiara bonded over shared experiences. Those conversations eventually revealed a gap in the saturated matcha market.
“Everyone was busy and overwhelmed, so adding more supplements or separate drinks wasn’t realistic,” explained Tiara. “What if there was a simple 2-in-1 drink that gave people a gut-friendly caffeine source and a solid protein boost at the same time? Something made for real life and real schedules.”
This led them to pool their savings to launch Matcha Masta in 2024, starting with matcha and protein powder mixes. Vulcan Post speaks to both founders to find out what it takes to stand out within the sea of matcha companies in Singapore and beyond.
Planting the right seed
A tea farm at Uji, Kyoto / Image Credit: Matcha Masta
All of Matcha Masta’s matcha is sourced from Uji, Kyoto, in Japan. To find the right fit, Tiara and Shu Hui made multiple trips to the country to visit different farms and taste a range of harvests. The business also works with food scientists and nutrition experts who formulate its matcha and protein mixes.
Though they did not reveal the timeline, the founders said matcha varies widely by region and season, which meant spending significant time refining the recipe and building relationships with Japanese partners.
“At the end of the day, our goal is simple: clean ingredients, thoughtful formulation, and products that fit seamlessly into someone’s daily routine,” shared Tiara and Shu Hui.
Launching in a crowded matcha scene meant that the founders had to have a distinguishable identity and purpose, and that started with communicating clearly to customers. Shu Hui revealed that some customers assumed that they were selling protein powder with matcha flavouring, which wasn’t the case.
“We had to reintroduce ourselves again and again and say, ‘No, matcha is the star here.’ The functional benefits are added on top, not the other way around. Once people tasted it, the conversation changed completely,” she added.
Having been a content creator on Instagram for years, Tiara also leveraged her platform to build brand awareness and a customer base. The business also involves its audience in several business decisions, such as choosing its brand colours and mascot, thereby growing its online presence.
“Our audience is vocal in the best way. They tell us what they like, what they want more of, and what they think. It actually makes product development easier because we are creating with them, not just for them,” added Tiara.
Translating online traction to offline profits
Matcha Masta at their first pop-up at New Bahru / Image Credit: Matcha Masta
The duo acknowledged that being an online-only brand had its limitations, as customers could not taste their products before committing to a purchase, which hindered sales. “People could see our content, but they couldn’t taste the product, and matcha is such a taste-driven category,” said Tiara.
This realisation prompted the business to be more active offline by participating in pop-up events with businesses such as Barry’s Gym, collaborating with cafes such as Lola’s, and attending tasting events. This turned out to be the right move, as Matcha Masta sold almost 2,000 drinks in addition to their retail products at their first pop-up at New Bahru.
“We made a S$13,000 profit in just one weekend. That’s a lot for a small business,” Shu Hui said excitedly.
The traction they gained online and offline allowed Matcha Masta to expand beyond protein, introducing wellness-focused additions such as collagen and vitamin D, as well as hojicha, another popular Japanese tea.
Matcha Masta has also diversified its revenue streams into B2B, supplying its mixes to offices and cafes, and becoming a wholesaler to corporate partners. “Total sales in our first year are in the six-digit range, and we have grown 15% on average every quarter.”
Aims to lead the “functional matcha” category
Matcha Masta products, including its matcha and protein mix / Image Credit: Matcha Masta
Within a year of launch, Matcha Masta has grown its audience outside of Singapore, into Malaysia, Indonesia, and the USA. Tiara and Shu Hui have set their sights on Australia and the UK, though they remain pragmatic with their expansion plans.
Ensuring that the products live up to their nutritional promise remains paramount for Matcha Masta. As more people become curious about what they consume, Tiara aims for the brand to be one of the companies that make wellness more approachable.
To further differentiate themselves, the duo also shared that they are exploring a range of functional wellness drinks beyond matcha that offer benefits for immunity, digestion, skin, and energy.
Tiara and Shu Hui have also expressed their ambitions to launch a physical experience-driven flagship space or tea bar for their customers to immerse themselves in the brand. “It’s a mix of education, innovation, and building something that lasts. That’s the direction we’re heading in.”
Learn about Matcha Masta here.
Read more stories we’ve written on Singaporean businesses here.
Featured Image Credit: Matcha Masta
